Behind the scene: iPhone cover ad

Photo: Lars Brandt Stisen, MADDOCMAN Berlin - Click to Zoom

Danish design company Hoptimist is introducing a series of new products under the sub brand "by Hoptimist", in this case an iPhone cover. I needed to integrate the widely known iPhone while maintaining their brand quality presenting the product in a simplistic fashion.

Prototypes arrived at the studio in six variations. I selected three for the shoot to prevent the scene from becoming too busy. I lighted the scene from above, with a fill-in from the left. The table is a ceramic whiteboard, convenient for marking positions.
Click to Zoom

Using duct tape and clamps to hold the phone with cover in place. The covers are made of transparant plastic with a molded rubber mat on the backside. Click to Zoom

Photographing the phone with lit screen has to be done in two steps because the amount of light projected on the scene is far beyond what the phone's screen can match. This means it will appear almost black if shot at the same time. So the first image was done with light and the second without, using a long exposure time.
Click to Zoom

I tilted the phone to match the relief on the cover indicating the protective properties as well as imitating the bouncy products my client has been known for since 1968. An overview of the editing process from left to right: The photo is taken and later cut out, the image is retouched, the separate screen photo is cut out and added, finishing layers are added to make the screen appear glossy.
Click to Zoom

The final image I delivered to the client together with the image below and the one at the top. Photo: Lars Brandt Stisen, MADDOCMAN Berlin - Click to Zoom

Adweek Talent Gallery

Lars Brandt Stisen/MADDOCMAN Berlin

I am a Berlin based photographer and visual artist from Denmark. I do creative direction and commercial photography for advertising and fashion. Please visit my website for a visual reference at www.maddocman.com